Many American businesses from shopping malls to vertically integrated companies rely on the concept of “one-stop shopping.” Customers like the convenience, and the company can sell more products and services to more people.
But this type of customer convenience and revenue maximization hasnt yet made significant inroads into Americas health care system. Most consumers still go to one location to see their physician, another place for inpatient care and still another to purchase prescriptions. Yet, hospitals revenues increase when they provide a complete continuum of integrated services. And, the opportunities multiply when hospitals look beyond “patients” to identify other “customers,” offering products and services to attract non-patients to their facility. Consider, for example, individuals with impaired mobility, such as patients requiring rehabilitation after traumatic injury. For such patients the traditional, fragmented delivery of health care can be a significant inconvenience. The problem is exacerbated by the fact that these patients need a broad array of services, plus equipment like wheelchairs and other products to help them recover from or live with their injuries. Yet, neither inpatient nor outpatient rehabilitation facilities typically integrate all the products and services needed by rehabilitation patients in one setting. This fact is all the more surprising when you consider that other individuals can benefit from the “assistive technologies” that rehabilitation patients use. Innovations that make it easier for developmentally disabled or severely injured individuals to get around, take care of themselves and interact with others are useful for the elderly, people with arthritis or failing vision, and others. So wouldnt it make sense to create a true “one stop shopping” experience that provides services and equipment to help both patients and community members overcome physical issues that impede their daily lives? Thats what Good Shepherd Rehabilitation Hospital in Allentown, PA is doing with its new outpatient center, planned by Anchor Health Properties. By integrating research, treatment and services, Good Shepherd aims to give people who seek greater independence more opportunities than are available anywhere else. Good Shepherd has always provided a broad array of services: complete inpatient and outpatient rehabilitation services, long-term care for both the severely disabled and acute care patients, and supported independent living. The new facility will incorporate unique elements that provide a true continuum of care, for both the hospitals patients and the community as a whole.- A retail store will provide durable medical equipment and aids to daily living both for rehabilitation patients of all types (e.g., individual recovering from orthopedic surgery, those affected by brain and spinal cord injuries, etc.) and for any consumer. Its very unusual for rehabilitation facilities to have on-site retail for patients, much less for the general public. But, from sophisticated communications devices for those who cannot speak easily, to “reachers” to retrieve items from high shelves, to door handles that work easily for arthritic hands Good Shepherds spectrum of products will meet the needs of a wide range of consumers. Knowledgeable therapists will support the store, evaluating needs and helping patients and consumers test products before purchase. This personalized approach is a marked contrast to the standard experience of getting medical equipment and other devices from catalogues or Web sites.
- The Harry C. Trexler Center for Rehabilitative Technology will convene university researchers and practicing physicians to develop and improve assistive technology devices. Patients and consumers will participate in the research, helping to create products benefiting a wide range of end users.
- An on-site conference center will provide space for educational programs and training seminars for both individuals with disabilities and the health professionals who treat them.
- Former patients and individuals with disabilities may use the physical/occupational therapy equipment even if theyre not engaged in active treatment at Good Shepherd. Since most fitness facilities dont provide specialized equipment, this will be a great resource for disabled individuals in the community.
Anchor Health Properties has helped Good Shepherd to identify other ways to provide high-level attention to all customers needs. Thoughtfully designed around the population it serves, the hospitals design minimizes the potential for accidents and maximizes accessibility. Floor finishes are sturdy, not slick; carpets are well-cushioned but lack the pile that could trip up walkers or canes. Doors and jambs are painted to contrast with the walls, to assist patients with impaired sight. And, a steep hillside on the site has been re-graded to create a completely wheelchair-accessible therapeutic garden.
At the same time, form follows function. Handrails and bumper guards, for example, are necessary in a health care facility, but theyre usually unattractive. At Good Shepherd, theyve been carefully chosen to blend with and enhance the buildings design. As health care facilities look for ways to better focus on their customers, they would do well to emulate Good Shepherds approach. And, the model applies to community hospitals as well as specialty hospitals. The lesson is: the more convenient you make it for customers of all types to get the products and services they need, the more your facility will benefit.
